Our management had decided that our site should include "good original content on the most important ski resorts in the States". In our meetings we tried to figure out what does it mean "The most important", and came to the understanding that for us (being a website) it means the one and only Google would be the judge.
It came to me, that in many ways Google is "The Lord" of the internet. It decides which site would flourish and which would be forgotten. It has a set of 10 commandments of what is considered "Positive White Karma" / "Kosher" ways to promote your site in terms of SEO and on the other hand the classification of "Black hat SEO magicians". It has its secret knowledge and many seekers and followers who perform various kinds of meditations and prayers in order to collect hints on that knowledge, and predict their future. And of course the gurus and priests...